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RESEARCH ON INTERNATIONAL MARKETS
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August 2015

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PREFACE
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Methodology (1 of 2)
 Our reports are compiled based on secondary market research. Secondary research is information gathered from previously published sources.
Our reports are solely based on information and data acquired from national and international statistical offices, industry and trade associations,
business reports, business and company databases, journals, company registries, news portals and many other reliable sources. By using
various sources we ensure maximum objectivity for all obtained data. As a result, companies gain a precise and unbiased impression of the
market situation.
 Cross referencing of data is conducted in order to ensure validity and reliability.
 The source of information and its release date are provided on every chart. It is possible that the information contained in one chart is derived
from several sources. If this is the case, all sources are mentioned on the chart.
 Our reports include text charts, pie charts, bar charts, rankings, line graphs and tables. Every chart contains an Action Title, which summarizes
the main idea/finding of the chart and a Sub Title, which provides necessary information about the country, the topic, units or measures of
currency, and the applicable time period(s) to which the data refers. With respect to rankings, it is possible that the summation of all categories
amounts to more than 100%. In this case, multiple answers were possible, which is noted at the bottom of the chart.
 Reports are comprised of the following elements, in the following order: Cover page, preface, table of contents, management summary
(summarizing main information contained in each section of report) and report content (divided into sections and chapters). When available, we
also include forecasts in our report content. These forecasts are not our own; they are published by reliable sources. Within Global and
Regional reports, we include all major developed and emerging markets, ranked in order of importance by using evaluative criteria such as
sales figures.
 If available, additional information about the data collection, for example the time of survey and number of people surveyed, is provided in the
form of a note. In some cases, the note (also) contains additional information needed to fully understand the contents of the respective data.
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Title, the EUR values are also provided in brackets. The conversions are always made using the average currency exchange rate for the
respective time period. Should the currency figure be in the future, the average exchange rate of the past 12 months is used.
 The reports include mainly data from the last 12 months prior to date of report publication. Exact publication dates are mentioned in every chart.
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Methodology (2 of 2)
 This report covers the cross-border B2C E-Commerce market, focusing both on cross-border imports and exports.
 All major countries from the region are covered, though data availability varied across the markets.
 Information about global developments is included first.
 Next, regional information is covered, including country comparisons.
 The rest of the report is divided by countries and territories, which are ranked in the order of descending B2C E-Commerce sales.
 Depending on data availability, the following types of market information are included: cross-border online shopper penetration, cross-border
B2C E-Commerce sales (export and/or import), countries most purchased from, countries most sold to, most popular product categories. Not all
the mentioned types of information are available for each of the countries covered. For the leading countries in the region, also a text chart with
a qualitative overview of cross-border B2C E-Commerce is presented.
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Definitions
The following expressions and definitions are used in this market report*:
 B2C E-Commerce:
The sale of products (and services) through electronic transactions via the Internet from businesses to consumers.
 Cross-Border B2C E-Commerce:
Sale of goods (and services) directly to consumers in other countries, with goods (and services) being ordered online through foreign online shops
and delivered from the country where the foreign shop is based or from a central logistics facility, i.e. across the country borders.
 B2C E-Commerce Exports:
Value of goods (and services) purchased by consumers residing in other countries from online shops in the country and shipped to them from this
country.
 B2C E-Commerce Imports:
Value of goods (and services) purchased by consumers residing in the country from online shops in other countries and shipped to them from these
countries.
 Online Shoppers:
Consumers who participate in B2C E-Commerce, i.e. purchase products (and services) online via any device.
 Cross-Border Online Shoppers:
Online shoppers who make purchases online from foreign online shops.
 Cross-Border Online Merchants:
Online or multichannel merchants which sell products (and services) online directly to consumers in other countries.
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Note: *the exact definitions used by the source were included at the bottom of the chart, where available

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1. Management Summary
2. Global
• Cross-Border B2C E-Commerce Overview, August 2014
• Cross-Border B2C E-Commerce Sales, in USD billion, % Year-on-Year Change, 2014 – 2020f
• Cross-Border B2C E-Commerce Share of Total B2C E-Commerce Sales, in % of Total, 2014 – 2020f
• Number of Cross-Border Online Shoppers, in millions, % Year-on-Year Change, 2014 – 2020f
• Cross-Border Online Shopper Penetration, in % of Total Online Shoppers, 2014 – 2020f
• Breakdown of Cross-Border E-Commerce Sales, by Regions, in %, 2025f
• Share of Clothing and Footwear on Cross-Border Online Purchases, by Region, in %, 2014
• Reasons to Purchase Online Cross-Border, in % of Online Shoppers Who Purchased a Product or Service Abroad, by Selected Countries,
April 2015
• Perceived Barriers to Cross-Border Shopping, in % of Online Shoppers Who Never Purchased a Product or Service Abroad, by Selected
Countries, April 2015
• Overview of Cross-Border Activities of Top B2C E-Commerce Merchants, incl. Headquarter Location, Local Operations and Shipment to
Countries/Regions without Local Operations, August 2015
3. Asia-Pacific
3.1. Asia Pacific Regional
• Share of Global Cross-Border Online Purchases, in %, 2020f
• Breakdown of Frequency of Cross-Border Online Shopping, in % of Online Shoppers, by Selected Countries, April 2015
3.2. China
• Cross-Border B2C E-Commerce Overview, August 2014
• Cross-Border E-Commerce Sales, in CNY trillion, 2013 & 2014
• Cross-Border E-Commerce Imports, in CNY billion, 2013 & 2014e
• Breakdown of Cross-Border E-Commerce Imports, by Product Categories, in %, 2014
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2014
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, August 2014
• Breakdown of Cross-Border Online Shoppers, by Gender, in %, August 2014
Table of Contents (1 of 3)

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3. Asia-Pacific (cont.)
3.2. China (cont.)
• Product Categories Most Purchased in Cross-Border E-Commerce, in % of Cross-Border Online Shoppers, August 2014
• Most Popular Countries in Cross-Border B2C E-Commerce, in % of Online Shoppers, August 2014
• Overview of Selected International E-Commerce Websites Offering Direct Shipping to Mainland China, June 2015
3.3. Japan
• Cross-Border B2C E-Commerce Overview, August 2014
• Cross-Border B2C E-Commerce Flow between Japan, the USA and China, in JPY billion, 2014
• Year-on-Year Growth of Cross-Border B2C E-Commerce Flow between Japan, the USA and China, in %, 2014
• Cross-Border B2C E-Commerce Imports from the USA and China, in JPY billion, 2014 - 2018f
• Most Popular Countries in Cross-Border B2C E-Commerce, in % of Online Shoppers, August 2014
3.4. South Korea
• Cross-Border E-Commerce Imports, in USD billion, 2013 & 2014
• Breakdown of Cross-Border Online Orders, by Country of Origin, in %, 2013 & 2014
• Countries Most Purchased From in Cross-Border E-Commerce, in % of Online Shoppers, August 2014
• Cross-Border Shopper Penetration, in % of Consumers who Purchased Foreign Goods Overseas Offline During Vacation or Directly Online,
by Purchasing Offline and Online, October 2014
• Breakdown of the Most Preferred Channels for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, October 2014
• Breakdown of Cross-Border Online Orders, by Product Categories, in %, 2014
• Breakdown of Cross-Border Online Orders, by Value in USD, in %, 2014
• Websites Purchased from in Cross-Border E-Commerce, in % of Cross-Border Online Shoppers, May 2014
3.5. Australia
• Breakdown of B2C E-Commerce Sales, by International and Domestic, in %, April 2015
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, June 2014
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, by Age Group and Gender, June 2014
• Cross-Border Online Shopper Penetration and Number, in % of Individuals and in millions, 12 Months to September 2014
• Product Categories Purchased from Overseas Websites, in thousands Online Shoppers, 12 Months to September 2014
• Most Popular Countries in Cross-Border B2C E-Commerce, in % of Online Shoppers, August 2014
Table of Contents (2 of 3)

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3. Asia-Pacific (cont.)
3.6. India
• Share of Online Shoppers who Prefer to Buy from Global Sites, in %, January 2015
• Most Popular Countries in Cross-Border B2C E-Commerce, in % of Online Shoppers, August 2014
3.7. Honk Kong
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2014
3.8. Malaysia
• Share of Cross-Border on Total E-Commerce Sales, in %, 2014e
Table of Contents (3 of 3)

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1. Management Summary 10 – 12
2. Global Developments 13 – 25
3. Asia - Pacific 26 – 61
3.1. Regional 26 – 28
3.2. China 29 – 38
3.3. Japan 39 – 43
3.4. South Korea 44 – 51
3.5. Australia 52 – 57
3.6. India 58 – 59
3.7. Hong Kong 60 – 60
3.8. Malaysia 61 – 61
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Table of Contents

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Of the online shoppers in China who made more than three purchases
online, 32% bought from overseas websites, as of August 2014.
Note: *made more than three purchases online in the previous 6 months
Survey: based on a survey of 4,500 respondents, aged 18+, from Tier 1 and Tier 2 cities in China, conducted online; all respondents made more than three online purchases in the
previous 6 months
Source: Nielsen, December 2014
Cross-Border Online
Shoppers
32%
Others
68%
China: Cross-Border Online Shopper Penetration, in % of Online Shoppers*, August 2014

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“eBooks” and “Books” were the product categories most purchased by
online shoppers in Australia from overseas websites, as of Sep. 2014.
Australia: Product Categories Purchased from Overseas Websites, in thousands Online Shoppers*,
12 Months to September 2014
150
188
200
229
253
256
327
369
528
557
0 100 200 300 400 500 600
Shoes, Footwear
Crafts, Hobbies
Travel (Tickets, Accommodation)
Men's Clothing
Computer Accessories and Software
Video Games and Consoles
Music to Download
Women's Clothing
Books
eBooks
in thousands Online Shoppers
Note: *average number for any 4 weeks within the period
Survey: based on a survey of 16,176 individuals, ages 14+
Source: Roy Morgan Research, November 2014

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